ABSTRACT
Events are significant in today’s society. They have links to religion, to culture, to sport, to community, to commerce, and to political, policy and microeconomic and macroeconomic influence or objectives. Events are becoming ever more important as they are seen to reap a great many of the elements that a society (served by a government) requires for its development. As society has moved from a manufacturing to an experience economy over the last fifty years, the role of events has become an important element of the experience economy. At the same time, with the arrival of the experience economy and the decline of manufacturing in many places, political leaders have become champions of sporting and cultural events in their nation, city or community. It seems that countries all want mega sporting events such as the Olympic Games or FIFA World Cup or cultural events such as food and wine festivals as a means to attract tourists to a region (Yeoman 2008). Events are often stated in terms relating to improvement of the quality of life for the popu-
lace; or of offering economic and social benefits; or of creating new business networks and opportunities; or profile raising, and in supporting other civic needs (Richards and Palmer 2010). Events are significant in today’s society, but will they be significant in the future? Are we at a tipping point of over-supply which will see a rapid decline in events in a future society, triggered by the present global financial crisis and national debt? Who will be the future event tourist, given the emergence of the rising middle classes of China and the impact of demographic change in a Western society? How will social media and technology shape the consumption of live events in the future? These are interesting questions and the purpose of this chapter is to consider these questions of what might happen, how it may occur and what change could occur as a result. This chapter uses the example of New Zealand to explore two scenarios of what events may
look like in 2050 as the result of ten factors – or drivers – that will shape the future. The potential of event tourism has been recognised by the New Zealand government (Gnoth and Anwar 2000), and the New Zealand Tourism Strategy 2015 identified the potential for events to growing year-round and regional demand. The benefits of events are identified at national, regional and local/city level. For example, in Christchurch the city council states that the
liveliness and dynamism of the city is enhanced by their selection of festivals and events which increase the well-being of the city, attract economic benefit, promote business activity and employment, and position the city as a leader in events (Richards and Palmer 2010). The scenarios developed here focus on the Rugby World Cup and a rural food, wine and
music festival. While New Zealand hosts a diversity of events (Ryan et al. 1998), sports dominate New Zealand’s event portfolio and Wright (2007: 348) notes that ‘sports events are clearly seen as one of the most feasible, cost-effective and potentially lucrative avenues for sustainable development’ for New Zealand. Examples include the 2000 and 2003 America’s Cup Regattas, the 2005 Lions Tour and the 2010 International Rowing Championships. Forecasts by Deloitte Sports Business Group (Hall 2009) put the direct economic impact of New Zealand hosting the 2011 Rugby World Cup at NZ$1.25 billion, with at least 70,000 extra tourists expected to come to New Zealand for the event. While sport, particularly rugby, is part of the New Zealand psychology, cultural festivals are also important. In rural areas wine, food and music festivals have diversified the tourist image and introduced a more sophisticated demonstration of rural lifestyles and values (Higham and Ritchie 2001). Wine festivals have attracted tourists to rural areas, and enhanced their image as both a destination and quality wine-producing regions (Hoffman et al. 2001).
